Berlin Officials Planning To Revamp Tough-to-enforce Sign Regulations

September 23, 1996|By PAUL H. JOHNSON; Courant Staff Writer

BERLIN — When Italia Gourmet Deli opened last year on Farmington Avenue, owners Bob and Rich Discotto bought a professionally made sign advertising their wares and placed it in view of passing motorists.

Almost immediately, town officials said they wanted the sign removed, since local regulations prohibit temporary signs outside of shops along Farmington Avenue, New Britain Road and Mill Street.

The Discottos argued with the town for months about the sign, finally taking it down after officials threatened to take them to court. Now the sign lies behind a chain- link fence, well out of view of drivers looking for a specialty submarine sandwich.

``It's pretty drastic,'' said Rich Discotto of the town's actions. ``All [we] want to do is make a buck.''

Now, the town is proposing to revamp its sign laws, making it possible for businesses to place signs along the road.

The new law would allow five businesses to erect one sign each, its size determined by that of the business' frontage. The signs could be between 20 and 45 square feet.

Shopping centers with three or more stores could erect signs as large as 45 square feet.

The economic development commission would regulate all signs.

``Businesses, quite understandably, want to showcase their business,'' said town planner Brian Miller. He said the town periodically receives complaints about illegal signs. The ban is tough to enforce.

Many times, owners take the signs down when officials arrive, only to replace them later, he said.

Charles Karno, economic development director, said the new rules are designed to respond to concerns by business owners who say they cannot advertise their business properly.

``What we're trying to do is be responsive to businesses,'' Karno said.

Before the town asked him to remove it, Sebby Caruso, owner of Carousel Ice Cream on Mill Street, had a sign out front listing his specials.

``It helped the business,'' he said. Drivers would ask for the specials they spotted from the road.

Caruso added that businesses will continue to skirt the rule until it is changed. He said he supports the proposed regulation as long as all signs are neatly written.

Delia Papa, who owns Country Woods and Gifts on Mill Street, said a sign would help her attract business from a nearby intersection. She, too, had a road sign before the town told her to remove it.

The rules should have been changed a long time ago, said Bob Discotto. While the new regulation is a start, it falls short, he said.

``They're in the right direction, but I don't think they're doing enough. Not if they want businesses to survive.''

Added his brother Rich: ``Bottom line, signs work.''

The planning and zoning commission plans a public hearing on the sign regulation Oct. 24 at 7 p.m. in the council chambers.